PUBLIC RELATIONS AWARDS 2000: Campaign - The Ogilvy Public Relations Worldwide Award. Best Technology Campaign

WINNER

WINNER

Launch of the Millennium Map

The Impact Agency

The Millennium Mapping Company (MMC) was created in February 1999 to create and sell the first complete aerial photographic map of the UK, via a web site. Just three weeks before the launch, however, no media had shown any interest in attending a launch event.

The Impact Agency was brought in to secure mass-market media coverage by highlighting the news value of the project, while at the same time demystifying the technological aspects. It was also aiming for in-depth coverage by concentrating on controversial issues such as secrecy and privacy.

A press office was set up to provide a constant flow of information and a central reference point for the media, and agency staff trained to demonstrate the technology.

The agency provided aerial visuals with national interest, such as the Dome and Buckingham Palace.A pre-launch exclusive was sold into BBC TV news, and a release, film footage, interview opportunity and invitation sent to all national television news programmes. Releases were sent to all radio stations and were also prepared for the press.

Launch coverage reached an estimated 31.7 million TV viewers, 4.1 million radio listeners, and national papers with a combined circulation of almost 56 million. Evaluation showed that nearly all of the coverage had been positive.

There was no other marketing support for the launch, and PR was held to be directly responsible for generating 155,000 visits to the web site in the two weeks following the launch.

Immediately after the launch, MMC changed its name to Getmapping.com.

The Impact Agency had to alleviate any subsequent media or consumer confusion.

Another pounds 750,000 of investment was secured in the two weeks after the launch, including a stake from The Queen.



COMMENDED

Clicky Divorce

Midnight Communications

Desktop Lawyer from Epoch Software is the first on-line legal service offering wills and divorces that are uncontested. Midnight raised awareness of the site, and particularly the on-line divorce kit, through stimulating media debate, including sourcing comments from the Vatican. Within ten weeks of launch six per cent of divorces in the UK had used the service. Web hits totalled more than two million a month.



COMMENDED

UK Online - Britain Logs On

The Cabinet Office

The Government's campaign to get Britain online has included three Prime Ministerial announcements , building the profile of government e-envoy Alex Allan, developing a UK Online brand, and contributed articles by team members and ministers to around 100 publications. Coverage has included interviews on the Today programme and Sky. Internet access in the home has doubled in the last year.



FINALISTS

Beenz - the web's currency

Band and Brown Communications



Men lie about the size of their inboxes

The Red Consultancy.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.